Centra’s new chapter: Sara Laurell takes the helm as CEO

Today we’re thrilled to share an important milestone in Centra’s journey: Sara Laurell is joining Centra as Chief Executive Officer. Sara steps into the role at a time of remarkable momentum for our company and the 300-plus premium fashion brands that rely on Centra to power their global commerce.

Her career has been defined by two qualities that matter most to our customers – scaling businesses quickly and understanding the nuances of fashion retail. After earning her MBA at Harvard Business School, Sara guided Loopia Group through a series of European acquisitions that doubled its footprint in under three years. Earlier, she revitalised the Swedish lingerie icon Twilfit, driving profitable growth, proving that operational discipline and a sharp eye for the brand can coexist.

"The potential to shape the future of fashion commerce is enormous, and I look forward to working with our team to drive growth and help brands scale globally."

Sara Laurell
Incoming CEO, Centra

Martin Jensen focuses on product innovation and AI

Centra co-founder and outgoing CEO Martin Jensen will focus full-time on product strategy and AI innovation as Chief Product Officer. As CPO, he will devote his full energy to advancing Centra’s technology, the same north-star thinking that first attracted brands such as COS, ARKET, ME+EM, Paul Smith and Hush. Martin’s shift comes on the heels of H&M Group’s minority investment in Centra, a vote of confidence that underscores the opportunity ahead.

A note from Martin

"To every fashion visionary building on Centra—thank you for inspiring our next chapter. Since day one, our mission has been clear: give fashion brands the freedom to scale globally without compromising the essence of their identity or margins. That promise drives every line of code we write and every conversation we have with you, our community. 

I’m thrilled to share that Sara Laurell is joining Centra as our new Chief Executive Officer. Sara’s track record speaks for itself. She understands both the operational discipline and the creative nuance that modern fashion commerce demands. With Sara leading the way and me focused on product full-time, we’re accelerating what matters most — product innovation, seamless integrations, and a 360 degree experience that truly delivers. Centra’s commitment to your success just got even stronger. Thank you for being the reason we exist—and here’s to everything we’ll create next, together."

Martin Jensen
CPO, Centra

A word from our Board

"This is an exciting new chapter for Centra, Sara’s experience and her clear vision for the future make her the right leader to drive our growth. With Martin continuing to advance our product innovation, we have the strongest team possible to guide Centra’s future."

Per Åkberg
Chairman, Centra

What comes next

With Sara charting the company’s course and Martin steering product strategy, Centra is doubling down on its promise: to help fashion brands expand globally without sacrificing identity or margin. In the weeks ahead you’ll hear more about new platform capabilities, fresh partnerships and the resources we’re dedicating to customer success.

If you’d like to see where Centra is headed—and how your brand can grow with us—book a demo or reach out to your account manager.